SlideShare a Scribd company logo
HOW CHANGING BELIEF &
BEHAVIOUR DRIVES OUTCOMES
Adnan Khan, Head of Innovation
Glen McMillan, Head of Marketing Automation
Simplifying complexity
Focus on business outcomes
Challenge existing thinking
Test and learn
CULTURE SHIFT
COMPLEXITY OF MARKETING OUTPACING RESOURCING
The complexity of marketing is outpacing
availability of resources.
Technology can help scale resource.
Without cultural change new marketing
technology can encumber rather than
empower
Simplifying Complexity
No. of ads
per day an
individual
saw in 1970
500
No. of ads per
day someone
sees today
5,000
MEASUREMENT HAS ALSO BECOME COMPLICATED
Source: Nielsen and Association of National Advertisers (ANA) joint study based on answers from 500 marketersSimplifying Complexity
70%
of marketers currently use a
variety of isolated metrics
specific to individual channels
and platforms
79%
of marketers would prefer using
a comparable set of business
outcomes across all channels
and platforms
SIMPLIFICATION THROUGH DATA AND TECH UNIFICATION
1. Ditch the silos
and unify your
customer data
2. Create dynamic
customer
experiences
3. Measure and analyse
across the full customer
journey with attribution
Simplifying Complexity
A negative pattern exists between
Sales Lift per Household and Click
Through Rate (as CTR increases,
sales decrease)
There is no statistically significant
relationship between CTR and
Sales
Comscore, 2017
DIGITAL METRICS ARE OFTEN A FALSE PROXY
FOR BUSINESS OUTCOMES
Challenge existing thinking
and yet… $100 billion in digital marketing globally per annum
is optimised towards proxy metrics vs. business outcomes
Clicks are a false proxy
for business success
There is no statistically
relevant relationship between
click through rate and sales.
91% of the people
who purchase your
product never click on ads.
Challenge existing thinking
Source: Retail’s Main Event: Brick &
Mortar vs. Online, RetailNext, 2016
e-commerce is growing fast, but
94% of transactions still happen
in the real world.
To get the full customer journey,
we need to close the loop from
digital to offline.
Challenge existing thinking
CLOSING THE LOOP FROM DIGITAL TO OFFLINE
WITH THE FULL CUSTOMER JOURNEY
Measure real business outcomes
with people-based attribution
Challenge existing legacy forms
of siloed measurement
Challenge existing thinking
SUMMARY
1. Challenge the status quo and don’t settle for existing
thinking.
2. Demand to attribute business outcomes to marketing - it is
possible.
3. Test and learn constantly.
4. Shift your marketing investment from spend justification to
revenue generation.
Thanks, Q&A
adnan@krunch.co / glen@krunch.co

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How Changing Belief & Behaviour Drives Outcomes

  • 1. HOW CHANGING BELIEF & BEHAVIOUR DRIVES OUTCOMES Adnan Khan, Head of Innovation Glen McMillan, Head of Marketing Automation
  • 2. Simplifying complexity Focus on business outcomes Challenge existing thinking Test and learn CULTURE SHIFT
  • 3. COMPLEXITY OF MARKETING OUTPACING RESOURCING The complexity of marketing is outpacing availability of resources. Technology can help scale resource. Without cultural change new marketing technology can encumber rather than empower Simplifying Complexity No. of ads per day an individual saw in 1970 500 No. of ads per day someone sees today 5,000
  • 4. MEASUREMENT HAS ALSO BECOME COMPLICATED Source: Nielsen and Association of National Advertisers (ANA) joint study based on answers from 500 marketersSimplifying Complexity 70% of marketers currently use a variety of isolated metrics specific to individual channels and platforms 79% of marketers would prefer using a comparable set of business outcomes across all channels and platforms
  • 5. SIMPLIFICATION THROUGH DATA AND TECH UNIFICATION 1. Ditch the silos and unify your customer data 2. Create dynamic customer experiences 3. Measure and analyse across the full customer journey with attribution Simplifying Complexity
  • 6. A negative pattern exists between Sales Lift per Household and Click Through Rate (as CTR increases, sales decrease) There is no statistically significant relationship between CTR and Sales Comscore, 2017 DIGITAL METRICS ARE OFTEN A FALSE PROXY FOR BUSINESS OUTCOMES Challenge existing thinking
  • 7. and yet… $100 billion in digital marketing globally per annum is optimised towards proxy metrics vs. business outcomes Clicks are a false proxy for business success There is no statistically relevant relationship between click through rate and sales. 91% of the people who purchase your product never click on ads. Challenge existing thinking
  • 8. Source: Retail’s Main Event: Brick & Mortar vs. Online, RetailNext, 2016 e-commerce is growing fast, but 94% of transactions still happen in the real world. To get the full customer journey, we need to close the loop from digital to offline. Challenge existing thinking
  • 9. CLOSING THE LOOP FROM DIGITAL TO OFFLINE WITH THE FULL CUSTOMER JOURNEY Measure real business outcomes with people-based attribution Challenge existing legacy forms of siloed measurement Challenge existing thinking
  • 10. SUMMARY 1. Challenge the status quo and don’t settle for existing thinking. 2. Demand to attribute business outcomes to marketing - it is possible. 3. Test and learn constantly. 4. Shift your marketing investment from spend justification to revenue generation. Thanks, Q&A adnan@krunch.co / glen@krunch.co